A HIGH-VISIBILITY campaign promoting the all-new Nissan NP300 Navara is now under way.
Running until the end of the quarter, the campaign creative has been inspired by the famous photo ‘Lunch atop a Skyscraper’ taken in 1932 and gives the message: “Tough and Smart”.
It will begin in print with ads appearing in a number of key vertical titles, including building and construction (e.g. Construction News), leisure, farming (e.g. Farmers Weekly) and fleet (e.g. WhatVan?).
These ads will also underline the NP300 Navara’s USPs as well as its International Pick-up of the Year award.
Additional impact will come from the use of creative print ad formats such as a cover wrap, false covers and gatefolds.
The digital campaign comprises homepage takeovers on Autotrader Vans, pageskins on Honest John Vans, banners and the like.
This is further supported via search, tactical digital display and social activity.
Social activity will see the hero video promoted on Facebook and viewers will be retargeted with four work hack videos demonstrating the NP300 Navara’s key USPs.
These videos can be found below.
The CRM team sent the launch email on 25th January, and will send the launch direct mail on 18th February. There will also be follow-up email and direct mail at the end of the month.
Dealer assets are now live on NMS Online where dealers are able to place orders for NP300 Navara product placement kits and showroom materials, including flags, decals and posters.